Columbia Sportswear has also announced the appointment of Snow Burns as global vice president of marketing for Mountain Hardwear, with the task of redefining the way in which such an outdoor brand should connect with consumers in the new digital age. Burns spent ten years in Silicon Valley, running the marketing efforts of several start-ups, non-profit organizations and global enterprises. Most recently, she led the strategy, social media and analytics team at John McNeil Studio, working for various high-tech and e-commerce clients. Prior to that, she was the head of global social content strategy at CA Technologies.